Attitudes toward education and career planning are shifting as more families question the value of a traditional university path and look more favourably on skilled trades careers, according to a new report from Jobber.
The software provider’s 2026 Blue Collar Report, based on surveys of more than 2,000 Gen Zers and parents of Gen Alpha children, found growing support for trades careers amid concerns about rising education costs, artificial intelligence and long-term career stability.
“The definition of career success is being rewritten in real time,” said Sam Pillar, CEO and co-founder of Jobber. “For decades, we treated college as the enlightened path and the trades as a compromise.”
One of the report’s most notable findings was the changing perception among parents. More than half of Gen Alpha parents surveyed said skilled trades offer a better return on investment than a university degree, while fewer than one in five said the same about college. Support for trades education was also strong, with 93 per cent saying they would provide the same level of financial support for trade school as they would for a four-year degree.
Parents also appear increasingly willing to encourage trades careers. According to the survey, 92 per cent said they would support a child interested in pursuing a skilled trade.
Artificial intelligence is emerging as another factor influencing career decisions. More than two-thirds of parents said AI has made them rethink the long-term stability of white-collar careers, while 76 per cent of Gen Z respondents said it is important to choose a career that is difficult to automate.
Rather than viewing technology as a threat, some young people see it as an opportunity within the trades. The report found that 38 per cent of Gen Z respondents believe AI tools actually make skilled trades careers more appealing.
Entrepreneurship also appears to be playing a growing role in career planning. More than three-quarters of Gen Z respondents said they want to own a business someday. When asked about pathways to business ownership, nearly twice as many said the trades provide a better route than careers requiring a university degree.
Income potential is also influencing perceptions. Two-thirds of Gen Z respondents said learning that many trades professionals earn six-figure incomes increased their interest in pursuing a skilled trade career.
Despite these changing attitudes, respondents believe educational institutions have been slower to adapt. More than half of parents said schools still do not treat trades careers as seriously as university pathways, while 80 per cent said equal promotion of both options would encourage more students to consider careers in the skilled trades.
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